How And Why Vaping Took Off|Why is Everyone Vaping

e-cigarettes AKA personal vaporizers

vape pens vaping devices east cigars

modder pod systems are everywhere

spreading their air slides mixture of

nicotine flavored liquids and who knows

what else into the atmosphere vaping has

become so ubiquitous that in 2014 the

oxford dictionaries actually named vape

the word of the year because its use had

more than doubled in just one year

according to a study in the annals of

internal medicine ten point eight

million American adults were using

e-cigarettes in 2016 but that leaves out

users in middle and high school a group

that is growing rapidly

a November 2019 study in the Journal of

American Medical Association found that

an estimated 28 percent of high school

students and 11% of middle school

students said they'd use e-cigarettes

within the past month and there are

currently estimated to be 5.3 million

young users in America but how did East

cigarettes become so popular and why are

some groups advocating for the right to

smoke East cigarettes while others are

fighting to expose their health risks

and to have them banned furthermore what

can be learned from comparing the

marketing and debates surrounding East

cigarettes to the marketing and debates

surrounding tobacco products from years

past let's begin with the early history

of the e-cigarette although people have

been inhaling vaporized chemicals for

centuries the first electric delivery

devices emerged in the early 20th

century for instance 1 1927 patent

describes an electric vaporizer that

would hold medicinal compounds which are

electrically or otherwise heated to

produce vapors for inhalation

fast-forward to 1963 when a scrap metal

dealer and two-pack-a-day cigarette

smoker from Beaver Falls Pennsylvania

named Herbert a Gilbert filed a patent

for a device that he hoped would wean

people off to backhoe as reported in

Smithsonian magazine Gilbert hoped that

his smokeless non tobacco cigarette my

prevent disease is that at the time were

only suspected to arise from tobacco use

Gilbert also hoped that his nicotine

free device which came in 10th flavors

would help dieters lose weight because

it enabled them to smoke their favorite

food Gilbert produced a prototype for

his e-cigarette but he failed to find a

company to produce it commercially

unfortunately for him but fortunate for

many dieters that didn't get hooked on

his products

Gilbert was ahead of his time as viewers

of AMC's Mad Men know during the 1950s

and early 1960s advertisers were still

billing smoking cigarettes as a fresh

natural and sensuous experience some ads

featured attractive adults smoking while

engaging and refreshing outdoor sports

others showed them puffing while

attending highbrow cultural events

associated with good taste and many

depicted smokers with cigarettes

dangling suggestively from their lips

soon enough this naivete would be

tempered at least somewhat in 1964 the

Surgeon General released the first in a

series of reports on smoking and health

these reports identified cigarette

smoking as being a cause of lung and

laryngeal cancer and men likely a cause

of cancer in women and the most

important cause of chronic bronchitis in

fact the link between smoking and lung

disease was one of the top news stories

of 1964 this report led to import

legislation including the federal

cigarette labeling and advertising Act

of 1965 and the public health cigarette

smoking Act of 1969 these laws required

health warnings to be put on cigarette

packages banned broadcast media from

advertising cigarettes and called for an

annual report on the health consequences

of smoking speaking of consequences many

were linked inhaling a combination of

carbon monoxide and tar if these could

be eliminated the thinking when the

users could potentially acquire their

nicotine more safely in the late 1970s

Phil Ray a computer scientist / smoker

was having trouble quitting smoking rate

up with physician Norman Jacobson to

create their version of a nicotine

delivery device and this is how it


filter paper soaked in nicotine was

placed in a plastic tube designed to

look like a paper cigarette all the user

had to do was inhale through the tube

there were neither electronics nor

combustion involved a 1980 article in

medical world News quotes dr. Jacobson

as saying their product could provide

would-be ex-smokers the satisfaction

they need without requiring them to be

carbon monoxide and tar however this

device was not a commercial success this

was partly due to the fact that its

nicotine was not encapsulated and did

not need to be heated to vaporize this

meant that some evaporated on the shelf

as a result it was difficult to control

how much would reach end users despite

their lack of commercial success these

early e-cigarette prototypes are

important to our story because they

begin to hint at a trope that many east

cigarette lobbyists rely on today

that e-cigarettes might provide a

healthier alternative to tobacco for

example consider this print ad for an

early e-cigarette like product first

marketed in the mid 90s by r.j. Reynolds

the heat not burn Eclipse as you can see

Reynolds would later build this device

as a cigarette that may present less

risk of cancer chronic bronchitis and

possibly emphysema for someone who

desperately wants to quit smoking

tobacco that may seem attractive even

with all the qualifiers the first east

cigarette that was commercially

successful was promoted using similar

language in 2003 Honda Lick a Chinese

pharmacist inventor and cigarette smoker

developed a device for what was then

golden dragon Holdings and later

rebranded as ruyan licks device to use

piezo electric ultrasonic technology to

vaporize a nicotine solution in 2008

ruyan's english-language website pitched

the e-cigarette as a healthier choice to

make in place of tobacco products and as

a real way to put the power of choice

and clean living back into your hands

notice how the company merges the pitch

that e-cigarettes are potentially safer

with claims that these devices give the

user power and access to clean living

ideas that we've just seen in old

cigarette ads you'd be surprised at how

blatantly 21st century e cigarette ads

mimic mid 20th century tobacco ads but

saying that e-cigarettes are safe and

healthy doesn't give us the full picture

to potential points first the issue of

whether or not if a cigarette poses a

relatively smaller risk to tobacco

cigarette for a particular illness such

as cancer distracts consumers from

considering the other dangers that an

e-cigarette might pose the Eclipse for

example ran into problems after loose

glass particles were found in the filter

tips sure the Eclipse may have presented

less risk of cancer but it definitely

presented more risk of glass particles

and lungs second the question of whether

smoking e-cigarettes can curtail tobacco

addiction is a matter of debate in 2008

the World Health Organization issued a

press release stating that it did not

find East cigarettes to be a legitimate

tool for smoking secession ruie

encountered these findings by

commissioning its own study through a

group called health New Zealand which

sounds super legit which determined that

e-cigarettes offered a safe alternative

to smoking

tobacco in 2011 the American Journal of

Preventive Medicine came to a more

cautious conclusion stating finding

suggests that East cigarettes may hold

promise as a smoking secession method

and that they are worthy of further

study using more rigorous research

designs so depending on who you ask the

jury is still out on e-cigarettes as a

smoking cessation method so how has the

group of new Isa great users grown so

quickly despite the ongoing

controversies the quick answer

sleek product designs candy-like vape

flavors and marketing campaigns that

deploys sophisticated social media

tactics consider for example how the

largest east cigarette company jool has

become so popular with new users

according to nielsen data

jool accounts for almost 75% of the

market share and as of early 2019 had a

market valuation of 38 billion dollars

joule devices like many other brands

that are currently available are

pleasing to the eye and easy to conceal

Joule even launched a model that looks a

lot like a computer flash drive the

flavor pods are also small and easy to

hide these added flavors like creme

cucumber mango and fruit medley entice

young smokers after the Food and Drug

Administration put pressure on Joule in

2018 the company stopped selling

flavored cigarettes and retail stores

but still made them available via their

supposedly age-restricted website and in

October 2018 jewel stopped selling fruit

flavors altogether but is still selling

menthol which according to the Centers

for Disease Control and Prevention's

2019 National Youth tobacco survey is

actually the second most popular flavor

among high school students so even

though the fruit flavors were designed

to appeal to minors banning them may do

very little to curtail jool use overall

dr. Robert jackler is the co-founder and

director of Stanford research into the

impact of tobacco advertising his team

has studied jewels meteoric rise

assembling a website featuring 1400

rural advertisements one section sorts

where and how these ads appeared some

were presented on social media platforms

like Twitter Facebook and Instagram

others were distributed by email or as

part of an online promotion some even

opted for the old-school route print ads

store displays electronic billboards and

so on but perhaps the most insidious

were those created by paid influencers

people with large social-media

followings who

and hashtagged about their glamorous

love for e-cigarettes advertising like

this is difficult for parents or the

government to regulate in 1965 federal

acts mandated that advertisers include

health warnings on their advertisements

they even banned the ads from broadcast

media today's Food and Drug

Administration has been locked in legal

battles with these companies but even

then it can do little to regulate

peer-to-peer viral marketing instead the

government has turned to counter

messaging the Center for Disease Control

and Prevention has issued warnings about

the dangers of e-cigarettes take for

example this handout aimed at educators

and parents the presses also played an

important role on November 8 2019 The

Washington Post reported the federal

data shows that there are quote more

than 2,000 cases of illnesses across

every state but Alaska connected to

vaping or East cigarettes and that

according to the CDC at the time this

episode was written at least 47 deaths

in 25 states and the District of

Columbia have been confirmed raising

public awareness of the dangers of

e-cigarettes is critical especially

because there's still so much we don't

know about how their use affects the

human body over time

vitamin E acetate has been used as a

thickener and vaping fluid sometimes put

into black-market vape cartridges some

of which contain THC the ingredient that

provides the high for marijuana

according to the Center for Disease


vitamin E acetate was found in lung

fluids of many who've experienced vaping

related lung injuries and deaths and

here's a critical point just because you

purchase a pod through a legitimate

corporation and just because it's free

in vitamin E acetate that doesn't mean

that it's safe east cigarettes are

simply too new for scientists to have

all the answers

returning to the example of Eclipse who

knows what glass particles today's East

cigarettes will leave behind and if you

want to learn more information about the

debate surrounding East cigarettes be

sure to drop down into the works cited

for more reading Harwich knots this is

just a reminder that you can become a

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the link down in the description and

I'll see you soon



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